Oakwood Veneer Avoids the Middlemen and Sells Direct

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Rather than selling products through distribution networks, Troy, Michigan based Oakwood Veneer has begun selling directly to woodworkers and end users.

Cherry Veneer

Cherry Veneer

Distributors really saw veneer as a commodity rather than the specialty item that it is

As is common in most industries, wood veneer manufacturer and supplier Oakwood Veneer spent many years selling a large portion of its products to distributors, who then sold to the end users at a markup. But over the last few years, Oakwood has gone against what remains standard industry practice and has started selling veneer almost exclusively to end users, who consist of architectural millworkers, fine furniture craftsmen, and other woodworking professionals.

Oakwood adapted their sales model as they began to take note of certain problems affecting the both the distributors and the end users.

One major problem occurred when end users wound up with the wrong type of veneer for the project. For example, they might have ordered a sheet of maple veneer or cherry veneer with a backing material that was not compatible with their veneer glue. Because the distributors carried so many other products, they didn’t have time to learn the intricacies of the veneer and pass on the information to the customer so that they would make the right choice.

“Distributors really saw veneer as a commodity rather than the specialty item that it is,” said Oakwood CEO Peter Rodgers

Rodgers noted that another issue occurred when dealing with special orders. For example, a customer may have ordered six sheets of oak burl veneer and expected them to match each other. By the nature of oak burl and many other burl and standard veneer species, it is difficult or impossible to match them across sheets.

“Unlike laminate products, every sheet of wood veneer is unique, and the distributors just didn’t treat it that way,” Rodgers said.

The end result was that the customer was often disappointed and unhappy with their purchase.

It is for these reasons that Oakwood Veneer sells directly to the end user. Rodgers claims that it is the best way for everyone to get exactly what he or she needs. Additionally, the end user receives a lower price when Oakwood Veneer sells direct. Dealing directly with Oakwood Veneer also gives the end user, be it an architect, designer, or fine woodworker, a significantly better choice of wood veneer species and varieties, much better technical support, and very fast delivery for special orders.

Oakwood Veneer Company is a flexible wood veneer manufacturing and distribution facility located in Troy, Michigan, that has customers across the country and around the globe. Veneer purchases are made over the phone and through their web site at http://www.OakwoodVeneer.com.

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